Where are you going?
Understanding the ambition behind the organisation before deciding how it should communicate.
The Founder’s Story
I founded Jujaya because great organisations deserve to be understood.
A personal reflection on communication, reputation, influence, African ambition and why I believe the right story can change what people believe is possible.
Wycliffe Choreh
Founder & CEO, Jujaya Media
The Founder’s Story
Why I founded Jujaya.
I have always been fascinated by the space between what an organisation is and what the world thinks it is.
That space is where reputation is built.
It is where trust is won or lost.
It is where great ideas either become influential or remain invisible.
And it is where I believe communication does some of its most important work.
I founded Jujaya Media because I kept seeing organisations with remarkable products, brilliant people, important ideas and genuine impact struggle to communicate their value.
Not because they lacked something to say. But because they had not found the right way to say it.
I wanted to change that.
Great organisations deserve to be understood.
Wycliffe Choreh
/ Founder & CEO
The question that started it
What if the problem isn’t the organisation — but the way the world understands it?
I have seen businesses do extraordinary work and still struggle to attract the attention they deserve.
I have seen founders with deep expertise remain invisible in industries they could influence.
I have seen organisations doing meaningful work communicate it in language that nobody outside their organisation understands.
And I have seen companies spend heavily on content, advertising and publicity without ever answering the most important question:
What should people actually think about us?
That question stayed with me.
Because I realised that communication had become too transactional.
Too much of it was about producing.
Produce a post. Produce a press release. Produce a video. Produce a campaign. Produce another social media calendar.
But communication is not production.
Communication is influence.
And influence begins with understanding.
That became the foundation upon which I built Jujaya.
Why I started Jujaya
I didn’t want to build another agency.
There are plenty of agencies that can make you visible. I wanted to build one that could help make you understood, trusted and remembered.
When I started Jujaya, my ambition was not simply to create a company that sold PR, social media or content services.
I wanted to create a strategic communications partner.
Where are you going?
What should you be known for?
Identifying the positioning, ideas and value that deserve to become associated with the organisation.
Who needs to believe in you?
Understanding the audiences whose trust, support and belief can influence the future.
What story can move them?
Building communication that moves people from where they are to where the organisation needs them to be.
My biggest lesson
Strategy comes before content.
The world has become obsessed with content. But more content does not automatically create more influence.
01
More content does not equal more influence.
You can publish every day and still have no clear position. You can have millions of impressions and still have no authority.
02
Visibility is not the same as authority.
You can receive media coverage and still fail to build trust. You can become visible and remain completely forgettable.
03
The real work happens before content.
Before the camera is switched on and before the first sentence is written, we need to understand the organisation, its ambition, audience, reputation, competitive environment and opportunities.
04
We need to know what people should believe.
Once we understand what the organisation needs people to believe, communication can be built around that objective.
05
Content should serve the strategy.
Strategy gives content a purpose, positioning gives it direction, and a clear narrative gives audiences something worth remembering.
What I believe about PR
PR is bigger than publicity.
Modern PR is about reputation, relationships, relevance and influence.
Reputation
PR is about shaping how an organisation is perceived by the people who matter to its future.
Relationships
Customers, investors, employees, partners, regulators, media, communities and industry leaders all matter.
Relevance
Being present in the conversations that shape your market can be more valuable than simply generating publicity.
Influence
The strongest communications outcomes can include a change in perception, a new partnership or a stronger reputation.
Authority
A founder becoming recognised as an authority can be more valuable than another headline.
Trust
The ultimate objective is to build enough credibility for an organisation to be trusted when it matters most.
What I believe about personal branding
Personal branding is not about becoming famous.
It is about becoming known for something valuable.
I have become particularly passionate about this because I have experienced the power of visibility personally.
Expertise sitting quietly inside your head does not create influence.
You can know your industry. You can have years of experience. You can have solved difficult problems. You can have ideas that could change conversations.
But if nobody knows what you think, what you know or what you stand for, your influence remains limited.
Communicate your ideas
Build authority
Become recognised for something valuable
Make your perspective recognisable
Build a reputation that works beyond the room
Building Jujaya changed me
Entrepreneurship teaches what classrooms cannot.
Building Jujaya has not always been easy.
There have been moments of excitement. There have also been moments of uncertainty.
Moments when the vision felt bigger than the resources available to execute it.
Moments when I had to question decisions, rethink strategies and keep moving despite not having all the answers.
But those experiences have shaped the way I lead.
They have also changed the way I understand our clients.
Because when you build a company yourself, you understand what it feels like to put your name behind something.
You understand what it means to have people depend on your decisions.
You understand the pressure of building reputation while simultaneously building the business itself.
Your reputation is part of your business.
It is an asset. It is a growth engine. And sometimes, it is the difference between being considered and being overlooked.
Why I love this work
Turning potential into perception.
There is a particular moment I love — when the right words suddenly make everything clearer.
Finding the right words.
When positioning, story and audience suddenly make sense, possibility begins to open up.
Helping founders find their voice.
I love helping leaders communicate what they know, what they believe and why it matters.
Turning complicated ideas into powerful stories.
Complexity should not prevent important ideas from becoming understandable.
Discovering genuine difference.
I love identifying what makes an organisation genuinely different and giving that difference a voice.
From what we do to why we matter.
That shift from describing activity to communicating significance is one of the most powerful transformations.
Why Jujaya is different
We don’t start with content. We start with understanding.
When you work with Jujaya, I don’t want you to feel like you have hired another supplier. I want you to feel like you have gained a communications partner.
Understand the business behind the brief.
We look beyond the immediate request to understand what the organisation is actually trying to achieve.
Understand the ambition behind the campaign.
Communication should connect to where the organisation wants to go, not simply what it wants to publish.
Understand the reputation behind the brand.
Reputation is not decoration. It is an organisational asset that influences trust, relationships and opportunity.
Understand the opportunity behind the communication.
Strategy, PR, storytelling, content, digital communication, media relations and positioning should work together.
The clients I want to build with
Ambitious organisations. Serious leaders. Meaningful ideas.
I am drawn to organisations that are building something important and care deeply about where they are going.
01
Businesses entering new markets.
Organisations ready to communicate their value and establish credibility in new environments.
02
Companies challenging established industries.
Businesses with a different idea, model or ambition that deserves to be understood.
03
Founders turning ideas into enterprises.
Entrepreneurs ready to turn expertise and ambition into credible public authority.
04
Institutions creating measurable impact.
Organisations whose work deserves greater visibility and stronger stakeholder understanding.
05
Leaders with something important to say.
People whose ideas can shape industries, conversations and the communities around them.
My African conviction
Africa does not have a shortage of extraordinary stories. We have a shortage of stories that travel.
Across this continent are companies building remarkable products. Entrepreneurs solving problems that the rest of the world has struggled with.
Scientists, innovators, creatives and professionals doing work that deserves global recognition.
Organisations changing communities. Businesses creating jobs. Leaders shaping industries.
Yet too many of these stories remain confined to boardrooms, conference rooms, communities and local conversations.
I believe that has to change.
Africa’s own voice
We don’t have to imitate.
Africa has its own voice, experiences, intelligence, creativity and ways of solving problems.
I don’t believe the answer is for African organisations to imitate Western brands.
We should be able to build globally respected organisations without losing the identity that made them remarkable in the first place.
This is one of the reasons I want Jujaya to become much bigger than a Kenyan communications agency.
I want us to help African organisations communicate with the confidence to compete anywhere in the world.
The bigger vision
I am building more than an agency.
Jujaya is still growing. And I am still learning. But I know what I want this company to become.
I want Jujaya to become a respected African communications institution.
A place where strategy and storytelling meet.
Where reputation is treated as a business asset.
Where leaders learn to communicate their ideas with authority.
Where organisations discover the stories that make them matter.
And where African brands can build narratives powerful enough to travel beyond their borders.
When the story matters, Jujaya should matter.
What I want to be remembered for
Not for the noise. For the movement.
I want to be remembered for helping people and organisations realise the power of what they already had.
01
Helping a founder find a voice.
Giving leaders the confidence and clarity to communicate what they know and why it matters.
02
Helping organisations articulate purpose.
Turning what an organisation believes into communication people can understand and remember.
03
Helping African companies tell stories that travel.
Helping remarkable African organisations communicate with confidence beyond their borders.
04
Helping good organisations become trusted organisations.
Building credibility and reputation around organisations doing meaningful work.
05
Helping ideas move.
Because when ideas move, people move. And when people move, change becomes possible.
This is Jujaya
Great organisations deserve to be understood.
I founded Jujaya with a simple belief. Today, that belief has become something bigger: a philosophy, a company, a team, a growing body of work and a vision for what African communications can become.
We are not here simply to make noise. We are here to create meaning.
We are not here simply to chase attention. We are here to build influence.
We are not here simply to tell stories. We are here to tell the stories that matter.
Wycliffe Choreh
Founder & CEO — Jujaya Media
A final invitation
If you are building something that matters, let’s talk.
If your organisation is changing an industry, solving an important problem or creating something you believe should matter, I would love to understand your story.
Connect with Wycliffe on LinkedIn